Merid Advisor
Merid Advisor had a polished website and consistent traffic. The enquiries were not coming through at the rate the business needed.
Merid Advisor is a wealth management firm. Their website was well designed, professionally written and clearly laid out. By most measures it looked like a site that should be converting.
But enquiry rates were consistently lower than the team expected. They had tried updating the copy once before. They had refreshed parts of the design. Nothing moved the needle. When they came to us the assumption was that something was wrong with the offer or the positioning.
We asked them to give us three weeks before they changed anything. We wanted to see what the visitors were actually doing.
The instinct was to change things. We asked them to wait. You cannot fix a problem you have not yet diagnosed.
Session recordings showed something that surprised the team. Visitors were not confused. They were not bouncing immediately. They were reading. Scrolling through the services pages. Spending time on the about page. Then leaving without acting.
Exit surveys gave us the answer. The same theme came up across almost every response. Visitors were not sure Merid Advisor was the right fit for their specific situation. Not because the firm was not credible. But because the site never made the case that it understood their particular circumstances.
Trust was not broken. It was simply unestablished. The site described what Merid Advisor does. It never spoke directly to the person reading it — their concerns, their stage of life, their specific financial situation.
We also found three structural problems. Social proof was buried on the About page. The enquiry form asked for significant personal detail before any relationship had been established. And there was no explanation of what happened after someone submitted — no process, no timeframe, no sense of what the experience would feel like.
The visitors were not disengaged. They were interested but not yet convinced. That is a specific problem with a specific set of fixes.
None of this required a redesign. It required a set of targeted changes — each one addressing a specific finding from the research. That is what we built.
Every change was grounded in a specific finding from the research phase. Nothing ran on instinct. Everything went through Convertly until we had a result we could trust.
The original hero described what Merid Advisor does — accurate and professional but written for someone already familiar with wealth management services. We tested a version that described who they serve and what outcome they deliver for that specific person. The language moved from describing the firm to speaking directly to the visitor's situation.
Enquiry form starts up 14%Client outcome stats and credibility markers were sitting on the About page — a page most visitors never reached. We moved them to directly beneath the hero headline where first impressions form. The logic was simple: if a visitor has to navigate to find your proof, most of them will leave before they get there.
Scroll depth past hero up 18%The original form asked for name, contact details, financial situation and the nature of the enquiry on a single page. For a visitor who had not yet decided if Merid Advisor was the right fit, that was too much. We reduced the first step to name and email only. The specifics came in step two once initial commitment was made.
Form completions up 16%We added a three-step process directly above the CTA. Step one: we review your details. Step two: we contact you within one business day. Step three: we schedule an initial conversation at a time that suits you. Named steps. Named timeframes. No ambiguity about what the experience would feel like.
Conversion rate up 22% for visitors who saw itThree specific trust lines added directly beside the submit button. Response time guaranteed. Everything discussed in full confidence. No commitment required from the initial conversation. Placed at the exact moment a visitor is deciding whether to act — not above the fold where they would forget them, but right next to the button itself.
Final form submission rate up 11%None of these changes touched the visual design. The site looked identical after the programme as it did before. What changed was what the site communicated and when.
Five targeted changes — each one addressing a specific finding from the diagnosis — produced a site that gave visitors what they needed to feel confident enough to act. Not more information. Not a more impressive design. The right information, in the right place, at the right moment in the journey.
This is what happens when you diagnose before you prescribe. You stop guessing what is wrong and start fixing what the data tells you is wrong.
The team at Merid Advisor noticed a change in the nature of the enquiries as much as the volume. People were arriving having already decided they wanted to speak to someone. The site had done the qualifying work before any human conversation began.
What we learned on this project confirmed something we see consistently in finance. The product and the credentials were never the problem. The gap was between what the firm knew about itself and what a first-time visitor needed to feel before they would act.
Closing that gap does not require a redesign. It requires understanding what is actually stopping people and fixing exactly that.
Start with the free audit and we will find out exactly what is stopping them.